Shaun the Sheep initiative gains momentum

The recent initiative where Ulster Wool partners British Wool, The Campaign for Wool and Aardman’s iconic character, Shaun the Sheep for the “Shaun Loves Wool,” initiative is really starting to gain momentum.

Graham Clark, Marketing Director at British Wool, explains: “The response from retailers has been fantastic, with point-of-sale materials already installed in around 1,500 stores - a number that will continue to grow. By collaborating with eight carpet brands, their sales teams have handled merchandising, enabling the campaign to reach a significant number of retailers in a relatively short time. This demonstrates the advantages of partnering with downstream brands on initiatives like this.”

The digital campaign is also gaining momentum as Graham explains “So far, we've shared several consumer-focused posts on Facebook and Instagram for this campaign, generating nearly half a million views! This provides incredible exposure for the campaign and wool carpets, highlighting the extensive reach we can achieve through our collaboration with Shaun the Sheep.”

“We have a comprehensive social media plan in place for the next 12–18 months, which we anticipate will help us reach a vast audience. Our key call to action encourages consumers to visit their local carpet retailer and choose wool carpets!”